AdExchanger has named two BidMachine leaders to its 2026 Top Women in Media & Ad Tech list: Berta Moreno in Up & Comers and Tatiana Rokhlova in Data Demystifiers. The annual awards recognize the women behind the industry’s business growth, technical advances and team development.
Berta Moreno: Up & Comers
Nine years into her programmatic career, Berta is Demand Customer Success Team Lead at BidMachine Exchange, overseeing relationships with demand partners and ad networks buying through the platform. Under her leadership, the team delivered substantial year-over-year revenue growth. She was recognized in Up & Comers, a category celebrating women making their mark within their first ten years in ad tech.
She got there by building systems instead of relying on effort. Berta broke exchange goals into individual, benchmark-backed targets so every CSM can see where they stand against their own goals and the wider market. When manual reporting couldn’t keep pace, she shipped an AI-powered reporting tool that now runs the team’s weekly performance analysis. She also introduced a proactive IVT disclosure policy, so demand partners get transparency before they have to ask.
Another milestone was establishing support for DIRECT Placements, BidMachine’s program that captures premium brand advertiser demand through SPO-aligned paths. In under six months, Berta and her team built the Customer Success function from the ground up and took it to follow-the-sun coverage in EMEA, the US and APAC.
“This award took me back to leaving politics and international relations for ad tech, a field I knew nothing about. It was a bigger risk than it looked at the time, and everything since has grown from it. Beyond the numbers, I’m proudest of the team itself. We’ve built something people want to be part of, and that’s harder to get right than any quarterly target,” says Berta.
Tatiana Rokhlova: Data Demystifiers
Tatiana set up BidMachine’s Data Analytics function and leads it for Exchange, Mediation and User Acquisition. When a high-stakes question needs a reliable answer, decision-makers in all three units turn to her team. Tatiana’s work has earned her recognition in Data Demystifiers, a category celebrating women who use analytics to inform decisions, evaluate business cases and test new ideas.
She created and led a revenue-optimization program for BidMachine Exchange, bringing supply, demand and analytics teams together to identify and implement improvements. Over two quarters it shipped more than 15 operational improvements and finished Q4 2025 at roughly 140% of goal. Her rule: no change counted as a win until the data proved it.
Tatiana also leads the team’s AI adoption, including an AI-assisted workflow for daily performance monitoring, so analysts spend less time on routine data pulls and more on the questions that move revenue.
“I’m proud that our analytics team can break down complex business problems and work with product and business teams to act on the findings. Getting there required reliable data and well-defined metrics, but above all, a curious, independent team that understands the business behind the numbers,” says Tatiana.
We’re proud to celebrate Berta and Tatiana and their achievements. Both will be honored at the 2026 Top Women in Media & Ad Tech Awards Gala in New York City on November 3. Read more about the honor and the event on AdExchanger’s site here.
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